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SME BANKING
New levels of growth and profitability
SMEs continue to be a rapidly growing and profitable
market in the financial services sector. However, these are
challenging times and achieving good profitability isn’t easy.
New entrants are also gaining a foothold as the relationship
between traditional banks and SME customers weakens.
This year’s event will focus on how banks can maximise
the value of SMEs. It will explore the factors affecting the

funding of SMEs and ways of generating profits whilst
building long-term relationships with them. The conference
will include interactive sessions.
A new feature will be a customer panel of SMEs and
members of the Efma Business Banking Advisory Council.
This will debate how customer-centric banks really are,
and how they can be more responsive to customer needs.

Key questions
here will growth and value come from? How can banks
W
attract new customers, gain more value from existing ones
and build a sustainable market share? Does the answer
lie in closer customer relationships, value-added tools and
targeted propositions?
here will the main threats come from? Do new entrants
W
pose a real threat? Is bank disintermediation happening?

Are banks sufficiently flexible and agile to meet the
challenges ahead?
ow can the sales and service model be improved?
H
How will digitisation affect product and service delivery?
What’s the role of segmentation, organisation and
distribution channels? How can banks develop an
innovative but profit-driven SME model?

Hot topics
Other key topics will include:
Helping small business owners to run their companies more effectively
Non-banking offers for SMEs
Bancassurance for SMEs
Strengthening the relevance of banks
Low and high-profile SME customer management
Connecting SMEs across the West-East corridor

3–4 April 2014 Milan

THURSDAY 3 APRIL 2014
MORNING

Raman Rai
Global Head of Business Banking
HSBC
United Kingdom

Daring to be different: finding growth in a challenging environment
How can banks attract new customers and increase value from existing customers
in a market where banks are seen as the same?
Developing a new proposition for customers to deliver superior customer
engagement and increased revenues per customer
Building a proposition from a compelling point of differentiation to drive growth

SMEs: waiting for simple traditional banks or looking for new entrants?
Role of multilateral development banks in a new regulatory scenario limiting
bank asset growth
Bank disintermediation: is it happening?
Crowdfunding: should it be regulated?

How digital trends will impact the product and service delivery
to SME customers
The future distribution model at HQ and network level
Meeting future customer needs
Adjusting the strategy to local market requirements

Stefan Andersson
Head of Sales
SEB
Sweden

Value creating bancassurance for SMEs (or just bancassurance for SMEs?)
From product sales to business partner
A real (or ‘developed’?) 360 degree advisory service for SMEs
Bancassurance as a means of adding value and driving business

Kevin Burke
General Manager International
BSCG
United Kingdom

Do it for me: helping small business owners run their business better
80% of business banking accounts across Europe are held by sole proprietors,
most of whom have never run a business before
How leading banks in the UK and US have used value added tools to help
small business owners avoid common mistakes, save time on business operations,
enabling them to spend more time on what they love doing

How to create value in the SME segment: relationship model and solutions
How Intesa Sanpaolo manages the constant need to balance standardisation
and customisation
Complementary approach of multichannel and branch network banking
Targeted propositions for SMEs

Benjamin van de Vrie
Head of Marketing for Business Clients
ING
Netherlands

Fundamental changes in ING Netherlandsâ&#x20AC;&#x2122; approach to SME banking
Trends and developments on the Dutch SME market
Fundamental adjustment to strategy and service model
New integrated approach using different channels based on data analysis
How to become more relevant to your customer
Sector approach for SME customers

Mahdi Kilani
Executive Vice President
Head of Business Banking
Abu Dhabi Islamic Bank
United Arab Emirates

How customer-focused is our business banking? Key steps in delivering
customer focus in business banking in your organisation
Making business banking customer-focused
Relationship management: frequency and type of contact
Pricing and loyalty
Adding value by providing non-financial services

How to create a distinctive small business and SME brand value proposition
via non-banking value-added services and improve customer interaction
Initiatives to offer relevant and value-added information content to small business
and SME customers at key moments in their business lifecycles
Case study presentation of the ‘Mestiere Impresa’ initiative launched in Q4 2012:
an internet platform dedicated to the SME segment, providing useful information,
interaction with experts and events
Results and lessons learned

Darina Kollarova
Head of Group Business Development
Micros and Free Professions
Erste Bank
Austria

Getting the sales and service model right for each small business
market segment
Erste Group in brief
Micros in Erste Group
Erste Group service model for micro companies
Segmentation and categorisation of micros at Erste Group
Which way to go?

ME/Entrepreneur combined business model: businesses and business
owners’ combined service model to maximise relationship level
Background on Garanti
Understanding customer needs and building relationships
Developing an innovative but profit driven model for SMEs

Rohit Garg
Head of Business Banking
Mashreq Bank
United Arab Emirates

Effective customer segmentation
Sub-segments within SME
Effective coverage of each segment
Cost-effective service model for these segments
Product set for each segment

Developing strategies from scratch to grow profitably and build
a sustainable market share in the SME market
Rebuilding customer relationships
Importance of deposit base in your business model
Payment systems and transaction banking as enablers of being the prime
SME relationship bank

SCHEDULE

THURSDAY 3 AVRIL 2014

www.efma.com/sme

FRIDAY 4 AVRIL 2014

8.15

Welcome coffee and registration

8.15

Welcome coffee

9.00

Raman Rai

9.00

Pascale Devriese

9.25

9.50

HSBC

BNP Paribas Group

Roberto Mancone

& Fabrizio Ridolfi

Deutsche Bank

BNL BNP Paribas

Maria Letizia D'Abbondanza

9.50

Darina Kollarova
Erste Bank

UniCredit
10.15

Questions and answers

10.15

Questions and answers

10.40

Break

10.40

Break

11.10

Chris Ward

11.10

Veli Sencer Demirel
Garanti Bank

BBVA
11.35

Stefan Andersson

11.35

12.00

Kevin Burke

Rohit Garg
Mashreq Bank

SEB
12.00

Cenk Kaan Gür
Akbank

BSCG
12.25

Questions and answers

12.25

Questions and answers

12.50

Lunch

12.50

Lunch

14.20

Interactive session

14.00

Nilanjan Ray
National Bank of Abu Dhabi

15.05

Francesca Nieddu

14.25

15.30

Benjamin van de Vrie

Aslı Düzenli
Yapı Kredi

Intesa Sanpaolo
14.50

Questions and answers

15.05

Interactive session

15.50

John Kirkbright

ING
15.55

Mahdi Kilani
Abu Dhabi Islamic Bank

16.20

Questions and answers

16.45

Break

17.15

Efma Business Banking Customer
panel discussion

18.00

End of day one

Efma
16.15

Refreshments

16.45

End of the conference

3–4 April 2014 Milan

www.efma.com/sme
AFTERNOON

Nilanjan Ray
Head of Commercial Banking Gulf
National Bank of Abu Dhabi
United Arab Emirates

Developing a proposition for connected SMEs across West-East corridor
Successfully growing SMEs are increasingly global and generate
superior returns for a bank
UAE and Gulf market: a position at the cross-roads of the West-East
corridor of trade
Developing a profitable proposition to serve this segment across NBAD’s
global network: a key opportunity
The proposition includes coverage, risk and service delivery models
Sector approach for SME customers

Aslı Düzenli
SME Banking Group Director
Yapı Kredi
Turkey

Bridge together: connecting low and high profile SME customer
management
How to manage low profile customers and increase cross-sell
How to acquire and manage high profile customers
Taking the business to farms: managing agri customers
Tools of the trade
Keeping all ends together and sustaining customer acquisition

Key summaries and learnings from this event
Critical steps in delivering business banking excellence in your organisation
Defining business banking focus and segmentation
Setting the right targets and measurement
Customer centricity in business banking

been provisionally reserved for the nights of
Wednesday 2 and Thursday 3 April 2014 at
the Grand Visconti Palace. The cost of a single
room per night is e180, e200 euros for a
double room (including breakfast and taxes).
An automatic confirmation will be sent by
email within 24 hours of your registration. In
this email you will find a link to download an
accommodation booking form. To book your
room, please complete and return this form
to the hotel before Monday 3 March 2014.
After this date the hotel cannot guarantee
either room availability or prices. The hotel
will automatically bill unoccupied rooms
or late cancellations. If you look for more
affordable accommodation, we suggest the
following hotels:
- Best Western Major 4*
- Hotel Piacenza 3*

REGISTRATION
The registration fee covers participation
in the conference, documents, lunches and
coffee breaks. Registration fees must be paid
in full prior to the event. Efma reserves the
right to refuse entry to any delegate who has
not paid his or her invoice prior to the event.
We welcome late-bookers, but credit card
information must be provided.
CANCELLATION
All cancellations must be received in writing.
A 20% cancellation fee will be charged for all
cancellations received on or before Thursday
20 March 2014. The full fee will be charged for
cancellations made after that date, as well as
to delegates who are unable to attend on the
day, unless a substitute delegate is provided.
Substitutions are accepted at any time.